In this third episode from Talking Shop, the ABC podcast I hosted with Kirsten Drysdale in 2015, we dive into the complexities of ethical consumption; why it’s so hard to define, and even harder to practise. We explore the contradictions that come with trying to be an ethical shopper, from fair trade coffee that travels thousands of kilometres to get to us, to organic produce wrapped in layers of plastic. Why do we feel guilty about some purchases but not others? How do we rationalise our choices when our values are in conflict? And do those ‘ethical’ labels on products really mean anything?

As we break down the psychology behind consumer decision-making, we uncover the trade-offs we make to ease our conscience and the mental shortcuts, like confirmation bias, that help us justify what we buy. Just like on It’s Not Real, this episode questions the idea that we are rational consumers and explores how businesses, culture, and even our own psychology make ethical shopping more complicated than it seems.

This is the second of six Talking Shop episodes from 2015, where Kirsten Drysdale and I explored the evidence behind marketing. Just like on It’s Not Real, we uncover how subtle influences shape what we think is real, especially when it comes to consumer behaviour.

Does it pain you to use cash? Would you accept a higher interest rate if an attractive salesperson offered it? And can your credit card really help you lose weight?

In this episode we examine the psychology of spending, exploring why paying with cash hurts more than tapping a card, how payment methods influence our shopping habits, and why credit makes us more impulsive. From the origins of the first credit card to the hidden costs of convenience, we unpack the research behind why we spend the way we do—and what it means for our wallets, waistlines, and well-being.

Listen in and find out why sometimes, the best financial advice might be to leave your cards at home.

In this first of six special episodes, we revisit Talking Shop, the 2015 ABC podcast I hosted with Kirsten Drysdale. The themes we explored — how businesses shape our choices, the psychology behind persuasion, and the tricks of the trade — connect directly to what It’s Not Real is all about. In this episode, we explore whether money can buy happiness and why it depends on how you spend it.

We start with ‘shopper’s high,’ looking at how dopamine, often mistaken for a pleasure chemical, actually facilitates the anticipation and reward system that drives our behaviour. But because the buzz is short-lived, material purchases rarely provide lasting happiness.

That’s where affective forecasting comes in—the way we misjudge how future events, like winning a game or making a big purchase, will impact our happiness. More often than not, we get it wrong, which is why retail therapy can leave us feeling flat.

So how can we spend money in ways that actually make us happier? The research points to one clear answer: buy experiences, not things. Experiences create lasting memories, evolve over time, and often involve other people, making them far more valuable than physical objects.

But there’s a catch. A 2014 study suggests that for some people—so-called ‘material buyers’—neither experiences nor material goods bring long-term happiness. I put this theory to the test with my own experience: a fancy winter coat that still brings me joy every time I wear it. Paul explains why—its infrequent use, emotional attachment, and social reinforcement all play a role.

Ultimately, happiness isn’t just about what you buy—it’s about how and why you buy it.

In this special edition of The Marketing Lab, I have a quick chat with Associate Professor Josh Newton about his research into how the mere presence of Christmas decorations lead people to soften their evaluations of a personally experienced service failure encounter.

Josh and his colleagues' research was published in the Journal of Service Research in 2018. The abstract is noted below.

Thanks for listening to The Marketing Lab (at Deakin) in 2021, and we look forward to talking to you again in 2022.
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The Marketing Lab (at Deakin) is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and traditional custodians of the land where we live, work, and learn.
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Newton, J., Wong, J. and Casidy, R., 2018. Deck the Halls With Boughs of Holly to Soften Evaluations of Service Failure. Journal of Service Research, 21(4), pp.389-404.

Abstract
Symbols associated with seasonal religious festivals are periodically displayed by service providers, but do these symbols serve more than just a decorative function? Findings from seven experiments suggest they do. In the presence of such symbols, individuals soften their evaluations of a personally experienced service failure encounter. This effect emerges through the activation of forgiveness but only among those with a religious upbringing and only when the encounter involves service failure (rather than neutral service). The softening of service evaluations in the presence of such symbols is reversed, however, when service failure is observed (rather than directed at the self) and when the recipient of that failure is perceived to be vulnerable. Contextual exposure to symbols associated with seasonal religious festivals therefore presents a double-edged sword for managers; depending upon the service failure recipient, these symbols can harden or soften evaluations of the service failure encounter.

In our final episode for 2021, our guest is Uppma Virdi, Deakin Alumni, Head Spice Dealer, Founder and CEO of Chai Walli, a female-centric, female owned small Australian business who are passionate about cultural preservation through the art of chai.

We discussed authenticity, why being successful is about more than size, money and growth, and how to final convince your parents that you are successful.

In 2022, we will be releasing each episode of The Marketing Lab on the first Friday of the month, from February. We all hope you have an opportunity to take a break over the summer/winter, and look forward to bringing you more marketing, culture and business insights in the new year.
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

Whether you use it to stay connected or as part of your marketing strategy, social media is integral for communication. But what happens when everything goes horribly wrong, like it did for Justine Sacco when sent her one-hundred-and-seventy twitter followers the following tweet: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” By the time she landed in Africa, Twitter users around the world had blasted Justine’s tweet as racist, callous and uncaring. Critics demanded that she be fired from her job and some even called for her death.

In this episode of The Marketing Lab at Deakin, I talk to Jeff Rottman and Gini Weber, two of my colleagues in the marketing department at Deakin University about their research into public condemnation, or what they have neatly called, "moral peacocking". On the way, we explore virtue signalling, morals violations and subjective sensitivities.
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

In this episode of The Marketing Lab at Deakin, we talk to Gordon Renouf, Co-Founder & CEO of Good On You, the world-leading source of trusted brand ratings, articles and expertise on ethical and sustainable fashion.
Since 2015, they have built a database of thousands of fashion brands, all assessed against their robust rating system for their impact on people, the planet and animals. They are supported by some of the biggest names in the industry, including Emma Watson, the world-renowned British actor and ethical fashion pioneer.
Gordon talks to The Marketing Lab about investors, jobs to be done, and how you develop personas for your market.
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

In this episode of The Marketing Lab at Deakin we talk to Dr Ali Tamaddoni from Deakin's Marketing Department about how we can use models and machine learning to understand why people change brands and also how religiosity influences online reviews.
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.